Proposal Defense0323

The Interactions Among Provision of Information , Customer's Perception and Customer's Satisfaction : A Study of B&B and Hotel Industries in Nantou County Presenter: Hsin-Pei Pan Advisor: Dr. Ching-Wei Ho Dr. Hsiao-Tung Hsu Date: March 23, 2010

Content Introduction Literature review Methodology

Introduction ,[object Object],[object Object],[object Object],[object Object]

Background of the study ,[object Object]

Background of the study (Tourism Bureau Republic of China, 2009) B&B 2678 Hotel 2003 600 2008 2691

Statement of problems ,[object Object],[object Object]

[object Object],Statement of problems

Purpose of the Study ,[object Object]

Research Questions ,[object Object]

[object Object],H1 : Provision of information has influence upon Customer's perception. H2 : Customer's perception has influence upon Customer's satisfaction. Research Questions

Literature review ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Definition of Provision of information personal (e.g., friends, relatives, and colleagues) marketer-dominated (e.g., advertisements and promotions) neutral (e.g., third-party such as travel agents and travel guides) experiential sources through direct contacts with retailer

[object Object],[object Object],Provision of information

Definition of Perception ,[object Object],[object Object]

[object Object],[object Object],Customer's perception

[object Object],[object Object],Definition of satisfaction

Customer's satisfaction ,[object Object],[object Object]

[object Object],[object Object],Provision of information vs. Customer's perception

Provision of information vs. Customer's satisfaction ,[object Object],[object Object]

Customer's perception vs. Customer's satisfaction ,[object Object],[object Object]

Customer's perception vs. Customer's satisfaction ( Chen & Chen, 2009) Perceived value Experience quality Behavioral intention Satisfaction

Methodology ,[object Object],[object Object],[object Object],[object Object]

[object Object],Participants 500 Customers who stay at hotel/B&B in Nantou Questionnaire Lin’s (2004)  = .85 Tso’s (2002)  = .8 Duration 2 months Measurement 5-Likert Point Scale

(Tourism Bureau Republic of China, 2010) Country Legitimate B&B Firms Number of rooms Hualien County 758 2652 Yilan County 466 1814 Nantou Coutnty 453 2189

Instrument ,[object Object],Categories Cronbach’s alpha Part 1 Consumer information .8 .85 Part 2 Provision of information Part 3 Perception Part 4 Satisfaction Part 5 Personal information

Data analysis Factor analysis Cronbach’s alpha Kaiser-Meyer-Oklin (KMO) Correlation coefficients Data analysis

Proposal Defense0323

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Proposal Defense0323